“Our teams collaborate and learn from each other,” Lazkani says. “There’s a com-petitive environment here that’s healthy, and I think it’s very noticeable to our clients.It’s very comforting for them to know that at any given time they are in good handsand that Icon Media Direct is not just a one-man shop.”Icon Media Direct’s employees are also required to attend at least two webinars orseminars on new technology every month in order to stay ahead of the curve.

“If you don’t keep up with technology and understand what’s on the forefront ofwhat’s happening next year, or five years from now, you’re going to be behind the curvefor your clients,” says Lazkani, who cites the growing prevalence of tablets like the iPadand the emergence of television and E-commerce as key trends to keep an eye on inthe future. “The way consumers order is becoming very different, and their accessibil-ity to products is different. Technology is evolving and we have to recognize that to beable to survive and keep our clients profitable.”Lazkani knows the success of any DR marketer is based on how well they can keepup with consumers, and Icon Media Direct brings that insight to its clients’ campaigns.

“The technology of point-of-purchase is really where the change is going to comefrom in the future, and Icon Media Direct understands that,” Lazkani says. “We’re cur-rently testing different models with different companies to really educate ourselves andour clients and work out the kinks early. We’re very active in the emergence of newtechnologies, and even if they are not great monetization tools now, they will be in thefuture. We’re tuned into that and actively involved in a lot of these advancements.”For Lazkani, the love of DR comes from the satisfaction ofseeing the rewards of a successful campaign, aswell as the lessons from others that might nothave fared so well.

“There is nothing better than when youcreate a commercial, buy media and then seethe immediate effects of all your painstakingefforts the very next day. You only get thatin DR,” she says. “This is a very challengingbusiness, and it’s not uncommon to face morechallenges than successes in this industry,but it’s from those failures that you can learnwhat not to do next time, which is one of thebuilding blocks for creating successful adver-tising campaigns.”Lazkani makes sure to instill that ideologyin all employees of Icon Media Direct.

“The mantra of our company is, ‘Our clients’ success is our passion.’ When you walk
into our offices, you see a truly passionate
group of people. That comes from cultivating an environment that is all about understanding what the clients’ business aspects
are about and really looking to diversify the
methodologies behind creating a successful
campaign,” Lazkani says. “Icon Media Direct
really does create a culture of doing just that
and fostering the philosophy of being on the
forefront of those campaign promises.” ■